Basic Marketing: A Global Managerial Approach, 15/e
William D Perreault,
University of North Carolina at Chapel Hill E Jerome McCarthy,
Michigan State University at East Lansing
ISBN: 0072525231 Copyright year: 2005
What's New
The authors have made extensive revisions to the first three chapters. They introduce marketing orientation and customer value earlier and in chapter 2 provide an integrative model of the marketing strategy planning process, including the logic for target marketing based on the four Ps, which sets the stage for the rest of the text.
Cutting edge coverage is a hallmark of Basic Marketing. In the 15th Edition, some examples of richer discussion of unfolding trends includes: multi-channel marketing; customer equity, integrated marketing communications, direct-response promotion and customer-initiated interactive marketing communications; promotional campaigns that build "buzz" among consumers; impact of economic fluctuations, changes in international exchange rates, and other topics central to how the economy impacts marketing; the growth of business-to-business (B2B) exchanges on the Web and the expanding use of reverse auctions and interactive bidding; the circumstances when using a website for direct distribution or dual distribution makes sense and when it doesn't; the expanding role of sales technologies and self-service technology; the increasing channel power of large retail chains; competitor analysis and how to develop competitive advantage; how to use flexible pricing and evaluate price sensitivity; marketing control, including marketing cost analysis.
There is a leaner, crisper, coverage throughout the whole text-resulting in 10 percent less text material for students to read while maintaining interesting and thorough coverage of all of the basics of marketing strategy planning.
A new integrated treatment of macro-marketing topics and social issues with relevant marketing management topics throughout the text. This includes discussions of how a market directed economy works, the ethical issues involved in basing financial reports on marketing forecasts, concerns related to consumer privacy, ubiquitous promotion, the displacement of jobs to overseas economies, and considerations related to the environment and green marketing.
There is a sharper focus, throughout the text, on how the strategy planning process should lead to decisions about a target market and marketing mix that represents the best opportunity and competitive advantage for the firm and superior value for consumers. This approach builds on the fit of an opportunity with the firm's resources and capabilities, strengths and weaknesses of current or potential competitors, and systematic approaches to market segmentation.
A revised user interface and "installation free" redesign of the innovative Basic Marketing Student CD, which includes an updated version of the Basic Marketing Hypertext Reference, expanded self-test questions and key term "flash cards", narrated slide shows that include print and TV ads, video clips to accompany cases in the text, improved computer-aided problem spreadsheet software, and an extensive set of print ads with comments.
A completely revised and even easier to use set of Instructor Resource CDs that include quick access to all of the Basic Marketing teaching and learning supplements in digital form, including complete instructor's manuals, software for traditional or online testing, lecture support materials, interactive exercises, a database of current print ads (with teaching suggestions), and much more.
A completely revised and updated set of Interactive PowerPoint (IPPT) electronic lecture-support slides, with interactive discussion starters, full-motion videos, ads, and photos, provides instructors with flexible support for lectures and presentations. Each slide in the IPPTs includes accompanying speaker's notes to minimize lecture preparation time. New with this edition are interactive graphs that allow students to predict effects of changing variables during class discussion.
For instructors who wish to create their own custom slide shows, a PowerPoint archive is included on the Instructor CD that contains all of the IPPT slides, every photo and illustration from the text, and an additional collection of ads. Changes to the interface in this edition will make custom lectures even easier to create and save than before.
Interesting teaching videos and video-cases focused on current marketing issues. New segments on ethics, advertising, and retailing are among the revised offerings.
To obtain an instructor login for this Online Learning Center, ask your local sales representative.
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2005 McGraw-Hill Higher Education